Digital divergence: analysing strategy, interpretation and controversy in the case of the introduction of an ebook reader technology

  title={Digital divergence: analysing strategy, interpretation and controversy in the case of the introduction of an ebook reader technology},
  author={Terje Colbj{\o}rnsen},
  journal={Information, Communication \& Society},
  pages={32 - 47}
What happens when a media innovation encounters the marketplace in the form of critical bloggers and commentators? This paper adapts conceptual frameworks from science and technology studies – particularly actor-network theory (ANT) and social construction of technology (SCOT) – in order to analyse the process of introducing new media devices and the role of users and mediators in this process, by way of an empirically based study on digital strategy and marketing by a traditional book industry… 

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